Wow! eBook
Active Price Management: Be a Price Maker, Not a Price Taker! 1st ed. 2023 Edition
Author(s): Sven Reinecke (Author), Laura Johanna Noll (Author)
- Publisher: Springer
- Publication Date: November 2, 2023
- Edition: 1st ed. 2023
- Language: English
- Print length: 99 pages
- ISBN-10: 3031420489
- ISBN-13: 9783031420481
Book Description
This book demonstrates how to transform pricing, often considered the neglected aspect of marketing, into the most influential marketing tool that positively impacts the company’s profits in a sustainable manner. Ultimately, every aspect of marketing is reflected in the price, as it represents the customer’s value exchange for the other three value-creating marketing instruments: the product (functional value), communication (emotional value), and distribution (availability). The authors present the essential framework conditions and fundamental principles of active price management. They specifically emphasize those aspects that have proven particularly relevant to business practice through the Executive Education program at the University of St. Gallen (HSG).
Editorial Reviews
From the Back Cover
This book demonstrates how to transform pricing, often considered the neglected aspect of marketing, into the most influential marketing tool that positively impacts the company’s profits in a sustainable manner. Ultimately, every aspect of marketing is reflected in the price, as it represents the customer’s value exchange for the other three value-creating marketing instruments: the product (functional value), communication (emotional value), and distribution (availability). The authors present the essential framework conditions and fundamental principles of active price management. They specifically emphasize those aspects that have proven particularly relevant to business practice through the Executive Education program at the University of St. Gallen (HSG).
About the Author
Sven Reinecke is an associate professor of Business Administration, specializing in Marketing, at the University of St. Gallen (HSG), Switzerland. He also serves as the Managing Director of the Institute for Marketing and Customer Insight.
Laura Johanna Noll is a postdoctoral researcher at the Institute for Marketing and Customer Insight, as well as the Head of the Competence Center for Art+ at the University of St. Gallen (HSG), Switzerland.
Laura Johanna Noll is a postdoctoral researcher at the Institute for Marketing and Customer Insight, as well as the Head of the Competence Center for Art+ at the University of St. Gallen (HSG), Switzerland.
